john mccain had horrible body language, it was one of the reasons he lost. of he always looked like he was either on the attack or about to get attacked. and part of that was because of his injuries, but part of that is sort of because it's who he is as a human being. my last book was about tv. the left understands this. they understand that images matter. they understand that all of this, what people see is what they believe. if it were down to pure reason, we'd never lose an election. as it is, it's astonishing to me we ever win elections as bad as we are at this stuff. okay. so those are kind of the ten points. frame your opponent, frame the debate, set up a -- set up all the philosophical inconsistencies with your opponent's positions and exploit them. force them to defend the points that they say they defend, because there's not a leftist alive in government who's going to tell you the truth about what they really believe. dianne feinstein wants to take all of your guns. she can't explain why she doesn't want to take all of your guns. that's something s